BTW Visa Services

Designation : Email Marketing Executive Company : WGBL India Pvt Ltd Interview & Work Location :BTW Visa Services India Pvt Ltd Office No.B.14,Ground Floor, Civic Center, MMGS Marg, Dadar East, Dadar, Mumbai, 400014 Salary : 22,000-23,000 /- Gross Per Month Probation Period : 06 Months Monday to Saturday -10 AM to 07 PM Core Duties and Responsibilities 1. Strategy and Planning - Develop Strategy and Calendar: Collaborate with the wider marketing team to define the overall email strategy, aligning it with key business objectives (e.g., lead generation, customer retention). Create and manage the email marketing calendar for all campaigns, including newsletters, promotions, and automated sequences. - Audience Segmentation: Define, build, and maintain target audience segments based on demographics, purchase history, behavior, and preferences to ensure messaging is relevant and highly targeted. - Goal Setting: Set measurable Key Performance Indicators (KPIs) such as open rate, click-through rate (CTR), conversion rate, and Return on Investment (ROI) for all campaigns. 2. Content Creation and Design - Copywriting: Write clear, persuasive, and error-free copy for subject lines, preheader text, email body content, and compelling Calls-to-Action (CTAs) to maximize opens and clicks. - Email Design and Templates: Create or manage the design of visually appealing, mobile-responsive email templates using an Email Service Provider (ESP) or basic HTML/CSS. - Brand Consistency: Ensure all email creatives and messaging are consistent with the company's brand guidelines, style, and tone of voice. 3. Campaign Execution and Automation - Platform Management: Build, configure, and deploy email campaigns using an Email Service Provider (ESP) such as Mailchimp, HubSpot, or Klaviyo. - A/B Testing: Design and execute split tests on critical elements (e.g., subject lines, send times, content blocks, CTAs) and use the results to optimize future sends. - Marketing Automation: Set up and manage automated email workflows, or drip campaigns, for the customer lifecycle, including: - Welcome and onboarding series for new subscribers. - Abandoned cart and browse abandonment reminders. - Post-purchase follow-ups and re-engagement campaigns. - List Hygiene: Maintain the health and accuracy of the subscriber database by regularly cleaning lists, processing opt-outs, and managing bounces. 4. Analysis, Reporting, and Optimization - Track Key Metrics: Monitor real-time and post-campaign performance across all key metrics: - Deliverability: Bounce rate, spam complaint rate, and sender reputation. - Engagement: Open Rate (target: 20-25%), Click-Through Rate (target: 2-5%), and Click-to-Open Rate (CTO). - Conversion: Conversion Rate (target: 1-3%) and revenue attribution. - Performance Reporting: Generate detailed reports and present data-driven insights and actionable recommendations to stakeholders on campaign ROI and subscriber behavior. - Optimization: Continuously refine the email strategy based on analytical findings and test results to improve engagement and conversion rates. 5. Compliance and Deliverability - Legal Compliance: Ensure all campaigns strictly adhere to international email marketing regulations, including the GDPR (General Data Protection Regulation) and the CAN-SPAM Act, particularly concerning obtaining consent and providing clear opt-out options. - Deliverability Management: Monitor technical elements like SPF, DKIM, and DMARC to maintain a high sender reputation and ensure emails land in the inbox, not the spam folder. Key Skills and Qualifications Skill Category Examples Technical Skills Proficiency in Email Service Providers (e.g., HubSpot, Klaviyo), basic HTML/CSS for email customization, Google Analytics, and CRM systems (e.g., Salesforce). Soft Skills Foundational Knowledge - Excellent written communication and copywriting, strong attention to detail, analytical thinking, creativity, and project management abilities. - Understanding of A/B testing, audience segmentation, customer lifecycle marketing, and regulatory compliance.